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In a very competitive market, i-Prospect worked with this client on restructuring their account to reduce dependence on expensive PPC head terms and focused on building traffic share with great success.

Challenge:

To reduce overall cost per quote and cost per sale on generic terms, build quality score, increase traffic share from direct competitor and improve overall results in the run up to the peak insurance months.

Results:

35% reduction on cost per sale on generic search terms
  • Dependence on competitive head terms reduced with traffic from “car insurance” down 24%, spend down 16% and sales down 22%.
  • Within a month, CPCs on generic terms had dropped by 22% bringing cost per quote down by 21
  • The percentage of keywords with good quality scores improved massively from 43 to 97%
  • Branded CPCs fell by 32%
  • Increase in traffic share above direct competitor for the first time (Source: Hitwise)
  • Autumn 09 was their best season ever as of Dec 2009 (Source: eBenchmarkers)

Strategy:

  • At the onset the account was thematically structured with a robust long tail while maintaining focus on the core keywords.
  • Match types were approximately evenly distributed across broad, phrase and exact with 43% of keywords falling in the good quality score range (7 and above).
  • iProspect has seen merit in expanding the percentage of exact match keywords while continuing to use a logical set of broad and phrase keywords to continue to expand the long tail.
  • While the existing thematic approach enabled structuring ad copy to match user search intent, there was scope for more tightly linked ad groups with a reduction in the number of excessively long tail keywords with no search volume that inadvertently reduced the overall account quality score.
  • This grouping was also highly focused on quality scores and strived to group keywords of similar QS levels together.
  • This prevented an adverse impact of poor quality score keywords on keywords that tend to fare better.
  • While maintaining existing focus on the core terms, secondary medium level spenders were isolated as well to enable focussed ad copy and monitoring.
  • Given the expansive keyword list, match types were separated out to facilitate better management of negative keyword lists and harvesting of new terms.